Operation Clean Turf Redux

Members Operation Clean Turf Redux

The state of New York first cracked down on bogus online reviews back in 2013. Settlements were reached with 19 companies to stop writing fake online reviewed and pay more than $350,000 in fines. The investigation was dubbed “Operation Clean Turf” and focused upon the reputation management industry, astroturfing and false endorsements.

Earlier this month, the NY OAG announced that it had been investigating a number of moving service companies that allegedly paid for at least 60 fake positive online reviews posted under the heading “CHECK OUT OUR REVIEWS POSTED BY CUSTOMERS JUST LIKE YOU.” Reports indicate that they companies are now on the hook for over $65,000 in penalties and costs.

Fake online reviews are roundly considered to be the false advertising of the 21st century. In fact, statistics show that 88% of shoppers incorporate online reviews into their purchase decisions. A Harvard Business School/BU report from a few years ago states that 20% of all online reviews on Yelp! were fake.

The recent enforcement action by the New York Attorney General evidences that regulators may be taking a bigger interest in this consumer protection area. In the words of the NY AG herself, “My office has zero tolerance for scammers who attempt to defraud and deceive New York consumers.” The Federal Trade Commission has also been ramping up the enforcement of the Endorsement Guidelines, including social media influencer campaigns.

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